Social media is increasingly accessed by young men and women, who view being online as exciting and aspirational. YUVAA developed a chatbot MiMo on Facebook for this demographic, to provide a private and anonymous space for young couples to learn about family planning and engage with the associated issues. MiMo was developed as a couple persona, Mi for Mini and Mo for Mohan, representing the identity and values of a Safal Couple, and was launched after pretesting with the intended audience.
MiMo builds on the young couple’s aspirations – the chat journey takes users from financial planning to family planning, highlighting the benefits of a planned family for the mother, child and the family. The chatbot uses storytelling and gamification in quizzes and role plays to describe family planning concepts and give information on contraceptives available. The chatbot was rolled out in all ten YUVAA districts and has achieved millions of impressions.